Past Imperfect Or Present Perfect: How Dynamic Ranks Influence Consumer Perceptions
Lists that rank brands and firms tend to be dynamic. Across four studies, we show that consumers reward (vs. penalize) firms that move up (vs. down) these lists. This effect is stronger (vs. weaker) amongst consumers who are incremental (vs. entity) theorists and is moderated by the magnitude of rank change.
Citation:
Sanjeev Tripathi, Arpita Pandey, and Shailendra Pratap Jain (2020) ,"Past Imperfect Or Present Perfect: How Dynamic Ranks Influence Consumer Perceptions", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 707-706.
Authors
Sanjeev Tripathi, Indian Institute of Management, Indore, India
Arpita Pandey, Indian Institute of Management Ahmedabad
Shailendra Pratap Jain, University of Washington, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
An Idea Opposed to Another Idea is Always the Same Idea: Reconsidering the Materialistic Aspects of Voluntary Simplicity
Mathieu Alemany Oliver, Toulouse Business School
Justyna Kramarczyk, Adam Mickiewicz University in Poznan
Featured
Don’t Forget the Accountant: Role-Integration Increases the Fungibility of Mentally Accounted Resources
Iman Paul, Georgia Tech, USA
Jeffrey Parker, Georgia State University, USA
Sara Loughran Dommer, Georgia Tech, USA
Featured
R1. How Consumers Deal With Brand Failure-An Individual Differences Approach
Melika Kordrostami, California State University-San Bernardino
Elika Kordrostami, Rowan University